Company & Appointment
Origin (a pharmaceutical packaging partner) has announced the appointment of Charlotte Mews as Senior Marketing Executive. (packagingnews.co.uk)
The announcement was made publicly on 20 October 2025. (Sustainable Packaging News)
Background & Strategic Rationale
- Origin is experiencing record growth across multiple markets and is entering a next phase of global expansion. (Sustainable Packaging News)
- The business recently launched its Australian arm and has further expansion plans into early 2026. (Sustainable Packaging News)
- Key strategic priorities for Origin in the coming months include:
- New packaging innovations aimed at making healthcare simpler and safer. (Sustainable Packaging News)
- Major investment in sustainability, helping customers meet their ESG (environmental, social, governance) goals. (Sustainable Packaging News)
- A refreshed brand and marketing strategy that aligns the company’s people, purpose and partners under the single identity “Origin”. (Sustainable Packaging News)
Quote From the Appointee
Charlotte Mews said:
“There’s genuine momentum here – from breakthrough product launches to global growth that’s opening incredible new opportunities. The chance to help tell that story and shape what comes next feels really special.” (packagingnews.co.uk)
Quote From Senior Leadership
Michael McSorley, Managing Director at Origin, commented:
“We’re thrilled to welcome Charlotte to the team. Her experience in building brands and delivering strategic campaigns will be key as we enter this next phase of innovation and international expansion.” (packagingnews.co.uk)
Implications & Next Steps
- The appointment signals that Origin is making marketing & brand-building a key priority as it scales internationally.
- With new packaging innovations and sustainability investments on the way, Charlotte will likely play a central role in communicating and positioning those developments.
- The refreshed brand and marketing strategy suggests an internal alignment of purpose, with external visibility in mind.
- For customers, partners or investors, this move may indicate that Origin is not just scaling production or operations, but also evolving its market identity and outreach.
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The appointment of a Senior Marketing Executive (SME) at a company like ‘Origin’ signals a critical investment in focused, operational marketing leadership. While specific details about ‘Origin’s’ new executive aren’t widely available, the move is a common and strategic step taken by organizations that are scaling their operations and need to bridge the gap between high-level strategy and day-to-day execution.
Here is an analysis of this type of appointment, using general case studies and industry comments.
The Strategic Role of the Senior Marketing Executive
The appointment of an SME often reflects a shift in the company’s focus from general brand awareness to measurable, tactical growth. The SME typically executes the vision set by the Chief Marketing Officer (CMO) or Marketing Director.
Key Responsibilities Signaling Growth:
- Content Leadership: Leading the production of high-quality content (like blogs, case studies, or short-form video) to drive organic traffic and conversion.
- Campaign Execution: Taking ownership of end-to-end campaign planning, budgeting, and performance monitoring across channels (SEO, PPC, social).
- Cross-Departmental Collaboration: Working closely with sales, product, and tech teams to ensure marketing efforts align with business outcomes and product roadmaps.
Case Studies & Industry Comments
Appointments at this level are crucial inflection points. Case studies show that the success of the hire depends heavily on the company’s immediate needs:
Case Study Theme: Scaling B2B and Professional Services
Companies in the B2B (Business-to-Business) or Professional Services sector (like the financial or energy sector where an “Origin” company might operate) rely heavily on content and trust.
- Challenge: A high-tech or professional firm may struggle with low brand awareness and a lack of structured content that clearly articulates their value.
- SME Solution: An experienced SME is brought in to establish a centralized, disciplined content strategy. They focus on creating high-intent materials, like whitepapers and detailed case studies, often resulting in a significant increase in qualified leads for the sales team.
- Comment: The search often prioritizes candidates with a proven ability to translate complex, technical information into engaging, persuasive content.
Case Study Theme: Driving Digital Transformation
For legacy companies or those expanding quickly into digital markets, the SME can be a driving force for modernization.
- Challenge: The company has traditional marketing methods but needs to shift to a data-driven, full-funnel digital approach.
- SME Solution: The executive implements a strategy that relies on marketing analytics to measure Customer Acquisition Cost (CAC) and Return on Investment (ROI) for every campaign. This requires expertise in digital platforms (PPC, SEO) and marketing technology (MarTech) stacks.
- Comment: The hire’s success is measured not just in traffic, but in their ability to improve the efficiency of marketing spend, proving the value of digital transformation to the wider executive team.
Broader Industry Comment: The “Fit” is Crucial
Recruitment commentary emphasizes that for senior executive roles, cultural and strategic alignment is more important than a perfect resume.
“When hiring a senior marketing executive, especially in a scaling company, we look for someone who can drive rapid execution while maintaining cultural alignment. This person must be proactive, hands-on, and able to gain buy-in from stakeholders across the entire business, as a marketing leader is intrinsically involved in product, sales, and technology.”
Ultimately, ‘Origin’s’ appointment reflects an increased commitment to structured execution and driving measurable business outcomes from its marketing department, a necessary step for organizations looking to capitalize on market opportunities and accelerate growth.